Implementation of Product Design and Digital Marketing in the New Normal Period to Support the Increase of State Foreign Exchange in Leather Craft Products MJoint Yogyakarta

DOI

10.2991/978-2-494069-67-1_48How to use a DOI?

Keywords

Product Design; Potential Market Segmentation; Digital Marketing; Leather Craft

Abstract

The Covid-19 epidemic has had an impact on people’s life. The enactment of social restrictions, and the fewer people who travel out of the house, cause various activities to be done remotely. This shift in life behavior, has a very significant impact on business people, especially the fashion business. This is also experienced by MJOINT (Mandiri Jogja International) which produces various leather craft products under the name Bucini. No doubt, this pandemic decreased sales turnover by 50%. As a state foreign exchange contributor and active activist who always conducts local community empowerment activities, Bucini’s leadership feels the need to conduct research and evaluation by establishing cooperation and partnerships with Ministry of Research, Technology, and Higher Education in the Matching Fund 2021 program which among others aims to innovate and create design, so as to produce products that are really desired, needed and cause interest for consumers to buy immediately. However, no matter how good the design and design of the product produced, it will mean nothing if it is not balanced with the appropriate digital marketing strategy. Shifting the offline purchase model to online requires Bucini leaders to be able to convey product messages through digital messages, both through images/videos and strategic copywriting techniques. The achievement of matching fund activities in 2021, is the implementation of product design innovation so that the products produced in accordance with market segmentation, recognizing potential market segmentation, overcoming the decline in market share experienced by partners (as a result of Covid 19). So as to increase the welfare and standard of living of the community and ultimately can help increase the country’s foreign exchange. The Matching Fund program is a government policy for the implementation of Independent Campus and Freedom to Learn. This program increases the opportunities of Ministry of Research, Technology, and Higher Education to collaborate with the Industrial World Business World, direct and mobilize active and creative initiatives throughout the academic community, to innovate, share knowledge and technology with the industrial world, play an active role in improving the welfare of the community and increasing the country’s foreign exchange. Students can carry out Freedom to Learn through their participation in the direct activities of Independent Campus in the industrial world, have experience and creativity in finding problems as well as the process of solving problems.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Soenarto Soenarto
AU  - Dyah Sawitri
AU  - Devi Rahmayanti
AU  - Rahmawati Rahmawati
AU  - Sarah Rum Handayani
AU  - Santi Budiman
AU  - Diana Airawaty
PY  - 2022
DA  - 2022/12/24
TI  - Implementation of Product Design and Digital Marketing in the New Normal Period to Support the Increase of State Foreign Exchange in Leather Craft Products MJoint Yogyakarta
BT  - Proceedings of the 9th International Conference on Education Research, and Innovation (ICERI 2021)
PB  - Atlantis Press
SP  - 425
EP  - 441
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-67-1_48
DO  - 10.2991/978-2-494069-67-1_48
ID  - Soenarto2022
ER  -